MIS 111 Lecture Notes - Lecture 14: Sport Utility Vehicle

• School: University of Arizona
• Department: Management Info Systems Main
• Course: MIS 111
• Professor: ALL

Document Summary

This sets the product leadership zone apart form other zones and is the reason it is most appropriately used in growth markets. The focus in first on the winning market share and then on maximizing profit. Customer intimacy zones has four types of innovation migrating from closet to the product to closest to the customer. 1. line-extension innovation makes structural modifications to an established offer to create a distinctive subcategory. The goal here is to expand a maturing market by engaging with a new customer base or reengaging more compellingly with an old one (i. e. into of minivan and suv in automobile industry) Enhancement innovation drives innovation into finer nap finer detail, getting closer and closer to the surface fo the offer with less and less impact on the underlying infrastructure. The goal here is to improve existing offers in existing markets by modifying a single dimension, thereby reawakening customer interest (i. e. ice makes in fridges)